Should Uniqlo + Starbucks, Wal-Mart + CYTS brick-and-mortar stores take the "mash-up" style?

Buy clothes while drinking coffee, chew snacks and buy two sets of cutlery in the store after dinner. This way of life is not a wild story, it has appeared in brick-and-mortar stores. Under the heavy pressure of e-commerce, a variety of innovative business forms emerge one after another: creating personalized services, introducing new brands, providing "unexpected" consumer experience, and finally a "physical store +".

In order to bring better consumer experience to customers, brick-and-mortar stores are scrambling to innovate and upgrade through the integration of all kinds of formats. But mash-up (special topic reading) is not random, it is fastidious to concentrate multiple categories in the same space. So can the format mashup become a sharp weapon of the physical store, pulling the consumers who clench the mouse at home from the computer back to the physical store?

Mix up the format and sell the lifestyle.

For the retail format development process, the first stage is to sell products; the second stage is to sell brands; the last stage is to sell lifestyle. The mash-up integration between formats is the first step to realize the selling way of life.

Now more and more brick-and-mortar retail stores are playing the style of "mash-up", such as Uniqlo (special reading) + Starbucks, Wal-Mart + CYTS and so on. The mashup of "retail + catering" has also become the most commonly used mode of retailing, and the way of integration is becoming more and more diversified.

Cosmetics brand Yueshi Fengyin opened the brand concept store "Yueshi Fengyin Jeju House" in Jeju Island and Seoul, respectively, and set up Green Caf é in Shanghai's flagship store at the end of 2015. The coffee shop focuses on healthy coffee, drinks and desserts, in addition to selling a variety of brands, such as thermos cups, insulation bags and other daily lifestyle products and organic products. This is a mix of a cosmetics store and a coffee shop.

"whether you like and represent your own style" has become the main basis for "post-80s and post-90s" consumers to choose clothing. In this environment, if clothing brands can not fully express what they represent, they are easy to be abandoned by consumers. The commercial integration of life, art and fashion with the help of the carrier of stores and goods has become an effective medium for brands to seek self-expression.

In order to get closer to young consumers, Lashabel, which sells "French Girl Fashion", launched a new concept store "Lasha + (La Chapelle+)" at the end of last year in Metro City. In addition to its five major brands, new business type also collects clothing, toys, stationery, potted plants, fragrance and other categories. In addition, Lashabel also jointly established the household brand "Life Cirlcle" to create the strategic concept of "Lasha lifestyle".

The smell of the store is a powerful inducement.

Now, brick-and-mortar business is trying to regain the favor of consumers with irreplaceable "innovative fun". Physical shopping itself is an indispensable existence of life, which makes people enjoy the solidity and pleasure of physical shopping in the fun of shopping, finding, tasting, trying, learning and comparing. Apart from the novelty of the commodity itself, today's novel format, decoration design, beautiful display of goods, personalized service of shop assistants, and even the subtle fragrance and smell transmitted by the store have all turned into a strong incentive for the flow of commercial people to patronize, and these all contain new opportunities for brick-and-mortar stores.

Shopping online can also meet basic needs such as food, clothing and use, but if you pursue zero-distance contact with goods, you must rely on the experience of physical stores. Open space, gorgeous lights, repeated trial and error, consumption in the shopping center, itself is a relaxed and happy thing, this "shopping" pleasure, is not felt on the Internet.

With regard to the evolution direction of the retail industry in the future, consumers hope that physical retail stores are no longer just a place for transactions, but also provide a richer experience. Physical retail has evolved towards miniaturization, innovation, specialization, refinement, differentiation and convenience.

The first store of Family + Karaoke is located in Putian, Tokyo. It covers an area of about 100m2 and is open 24 hours a day. It displays the same products as other whole-family stores. The only difference is that there are more karaoke areas. Karaoke covers an area of about 500 square meters and has 27 private rooms. The fee is per person per hour. In fact, this karaoke is named in the whole family, and its arrival has greatly changed the customer base of the whole family. In addition to some young users, middle-aged and elderly customers have also become its main customer group. This is also the reason why the whole family decided to add food suitable for the middle-aged and elderly in the store. Supermarkets and karaoke customers guide each other, such a cross-border mash-up (special reading), not only increases the commercial vitality, but also attracts different customer groups.

Mash-up should also be a "perfect match".

Many people always have two diametrically opposite attitudes towards cross-border operation: one is that cross-border operation is an important way for enterprises to seek new development when the existing capital chain and product form are stable, and the final effect of cross-border enterprises is 1: 1 > 2. Another point of view is that cross-border is actually an adventure for enterprises, such as separated lines, to develop new areas of business, it is necessary to invest more energy, on the contrary, it is easy to take care of one or the other, and the loss will outweigh the gain if the cross-border operation is done well.

In fact, playing mashup is also fastidious, brand format mashup should be a "match", brands should understand their own consumer group characteristics, spending power and consumption patterns, know clearly the positioning of brand customers, and do a "match" mashup model, rather than random collocation.

MUJI has always been a Japanese grocery store in people's mind. the so-called minimalism is to throw away all the tedious things and give people a sense of simplicity and clarity. And this seemingly peaceful "grocery store" is constantly studying how to cross the border in private. As early as 2010, MUJI began to try diversification. MUJI, who was originally mainly engaged in daily necessities, began to dabble in the catering field and opened Cafe & Meal MUJI in many cities. Cafe&Meal MUJI's style is consistent with MUJI's inherent style, paying attention to simplicity, simplicity and environmental protection. Promote vegetarianism and pursue the most natural taste of food. When MUJI's coffee shop was running like a fish in water, MUJI had the idea of books again. In the MUJI BOOKS in Fukuoka, Japan, you can see the "good sentence of the Day" updated every day in the most prominent place in their family.

From each cross-border of MUJI, we can find that it does not take a big step, but seeks derivative industries within the existing business scope. MUJI knows his consumer group characteristics, spending power and consumption patterns, it knows who its target customer group is, what it wants to do is a "match" model, rather than a simple mash-up.

What needs to be paid attention to is whether the two things "+" can complement each other while they are integrated with each other. If you want to do this, you must have a full and clear understanding of your own value and the value of the format you want to cooperate with. If not, the concept of beauty is just a legend.